The CMA secured changes from Google to improve transparency on fake ratings.
Google has agreed to stronger measures to combat fake reviews in the UK following a probe by the Competition and Markets Authority (CMA). Businesses and individuals involved in manipulating ratings could face sanctions, and warning alerts will be displayed on profiles linked to fake reviews.
The CMA began investigating Google and Amazon in 2021 over concerns they were failing to address the issue adequately. While the investigation into Amazon continues, the CMA noted that Google’s changes aim to improve transparency and rebuild trust in online reviews, which influence around £23 billion in UK consumer spending annually.
CMA chief executive Sarah Cardell welcomed Google’s commitments, emphasising the importance of fairness for consumers and businesses. Google also reaffirmed its commitment to tackling fake content globally through cooperation with regulators like the CMA.
From April, the CMA will have new powers to enforce consumer law independently. The regulator has intensified scrutiny of major tech firms, launching fresh investigations into Google’s search services and mobile ecosystems this month. Concerns remain about the government’s approach, particularly following the appointment of a former Amazon executive to chair the CMA.